Edge, Jon.
Don't mess with the logo : the straight talker's bible of branding / Jon Edge & Andy Milligan. - Harlow, England ; New York : Financial Times/Prentice Hall, c2009. - xiv, 217 p. : ill. ; 22 cm.
Includes bibliographical references and index.
Why you need to be on the brandwagon -- So what is a brand? -- What is brand strategy? -- The house that brand built : positioning and brand architecture -- Apples, oranges, blackberries and other fruit : how to create a great brand identity -- It's the experience, stupid! -- Too many opinions and not enough cheese sandwiches : a bit about research -- Call in the lawyers -- Bow ties, ponytails and lunch at the Ivy : how to manage your agencies -- Standing up, standing out and standing on your competition : how to keep your brand fresh in the Noo Mejur digital age -- How to measure brand performance -- When to mess with your logo : drastic measures -- The last lesson in brand building -- Epilogue: all the top tips in one place (go here first if you can't be bothered to read the book)
9780273714200 (pbk.)
2009016489
Branding (Marketing)
Brand name products.
Advertising--Brand name products.
HF5415.1255 / .E34 2009
658.827 / EDG 2009
Don't mess with the logo : the straight talker's bible of branding / Jon Edge & Andy Milligan. - Harlow, England ; New York : Financial Times/Prentice Hall, c2009. - xiv, 217 p. : ill. ; 22 cm.
Includes bibliographical references and index.
Why you need to be on the brandwagon -- So what is a brand? -- What is brand strategy? -- The house that brand built : positioning and brand architecture -- Apples, oranges, blackberries and other fruit : how to create a great brand identity -- It's the experience, stupid! -- Too many opinions and not enough cheese sandwiches : a bit about research -- Call in the lawyers -- Bow ties, ponytails and lunch at the Ivy : how to manage your agencies -- Standing up, standing out and standing on your competition : how to keep your brand fresh in the Noo Mejur digital age -- How to measure brand performance -- When to mess with your logo : drastic measures -- The last lesson in brand building -- Epilogue: all the top tips in one place (go here first if you can't be bothered to read the book)
9780273714200 (pbk.)
2009016489
Branding (Marketing)
Brand name products.
Advertising--Brand name products.
HF5415.1255 / .E34 2009
658.827 / EDG 2009